‘From saris to sarongs’ ethnicity and intergenerational influences on consumption among Asian Indians in the UK

Abstract

Abstract This paper investigates the role of ethnicity and intergenerational influences on the consumption patterns of Asian Indians living in the UK The research determines the extent to which (a) ethnicity and (b) intergenerational factors influence consumption and decision making. The empirical evidence suggests that ethnicity, background and cultural roots impact on consumer decision making and brand choice. The study aims to develop the research on the role and strength of intergenerational influences in an Asian Indian context; bringing together acculturation, generational and consumption theory.